Walmart focuses on creators, customization in new Roblox experience
Walmart is targeting Gen Z shoppers in one of their favorite metaverse destinations.
The discounter, which initially debuted in the metaverse by launching two metaverse experiences on the popular Roblox immersive gaming platform in September 2022 and has since launched several other interactive Roblox promotions (see more below), is expanding its presence there.
Walmart is now introducing Walmart Discovered, a Roblox activation designed to streamline the discovery of virtual items and creators on the metaverse platform. Users will be able to vote on Roblox games, experiences, and items.
Through this nomination system, Walmart Discovered will spotlight more than 300 community creators, including digital fashion designers and metaverse experience developers, over the next four months. Developers can monetize the experience through sales of their virtual items via Robux, Roblox’s native digital currency.
Walmart Discovered includes departments such as sports, pets, racing, beauty, trending, town & city, and entertainment; with new departments and events to be released later in 2023.
Other features include My Department, which lets users can save virtual items and experiences to revisit or purchase later. Users will also be able to decorate and customize their department, including a selfie corner that allows them to create social-first content to showcase their avatar.
In addition, a feature called My Cart provides customizable navigation. As users spend more time in Walmart Discovered, they will unlock the ability to upgrade My Cart.
Consumers age 13 and older can gain access to Walmart Discovered on Roblox.com and on connected devices and platforms including PC, Mac, iOS, Android, Amazon devices, Xbox consoles, Oculus Rift, and HTC Vive.
“As we began to craft this experience, we listened to our growing community on the platform and found that they were seeking easier ways to discover experiences and virtual items,” William White, chief marketing officer, Walmart U.S., said in a corporate blog post. “We set out to create a place where our customers can find inspiration and build community. We can’t wait for them to experience Walmart Discovered.
Walmart digs deepers into Roblox
Walmart is also highlighting its back-to-school product assortment with a recently launched Roblox experience, Supercampus. This gamified environment offers puzzles and other challenges.
The game is played with back-to-school brands and supplies carried by Walmart. This effort follows Walmart’s first two Roblox initiatives launched in September 2022 (see above). Called Walmart Land and Walmart’s Universe of Play, the spaces offer original interactive content and entertainment.
Walmart Land offers fashion, style, beauty and entertainment items directly to Roblox users, while Walmart’s Universe of Play provides a virtual toy destination in Roblox.
Based in Bentonville, Ark., Walmart operates more than 10,500 stores and clubs under 46 banners in 24 countries and e-commerce websites.